Introduction to Community and Events Fundraising. Layla Moosavi November 2018 Layla Moosavi Training and Mentoring

Transcription

1 Introduction to Community and Events Fundraising Layla Moosavi November 2018 Layla Moosavi Training and Mentoring

2 The day will cover An overview of community fundraising An overview of events fundraising and the various approaches A look at how community and events can go hand in hand A look at what preparation needs to be in place before finalizing the community events action plan How to be more strategic when approaching this type of fundraising How to use volunteers more effectively.

3 Outcomes Getting an overview of community and events fundraising Looking at various types of events and community fundraising methods Understanding how community and events fundraising fit together Learning the essential ingredients that are essential in managing fundraising events

4 More Outcomes Knowing where community events fit in the Fundraising Mix Understanding essential preparation and planning Importance of having realistic and measurable objectives Looking at the fundraising cycle and how it relates to community and events Understanding the importance of volunteers Understanding of event life cycle and time line

5 A few thoughts

6 Things that go hand in hand Fundraising and raising awareness Community and events

7 Loyal supporters in the community are a must have for long term sustainable core income

8 Great events leaves you wanting more!

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10 Fundraising Mix Individual (Major Donors) Community (Smaller donations) Companies (Donation and Sponsorship) Trusts and foundations National lottery Government EU (Brexit effect) Events Social Media Just giving & Crowd funding

11 Developing Fundraising Mix Community supporters and Events help: diversify our fundraising ensure that we have durable and reliable sources of income to take us into the future developing our fundraising mix and be more sustainable reduce the risk of having too much funding concentrated in one source Help with core funding

12 Community Fundraising A local or community approach to fundraising is by definition very specific and targeted. It involves building a relationship between your organisation and the people who give you money and who support your aims and activities Understanding your community can help you determine your target and potential revenue Volunteers and strategic approach essential

13 Community Fundraising Schools Universities Rotary clubs Pubs Churches Newspaper appeals Community sports Social media online community Volunteers

14 Online community Importance of Social media Facebook Twitter Instagram Online donation tools just giving Crowd Funding

15 Who is your community Individuals: Who is your audience & target group How are you in touch face to face, online, other Companies: Relationships with sponsors, their employees, CSR volunteering Local government and grant making bodies, Lottery: Do they support local schemes and how can that benefit your community or your events Other organisations: Who complement your work could you work together to reduce costs or reach more beneficiaries

16 What is Events Fundraising A fundraiser is an event or campaign whose primary purpose is to raise money for a cause, charity or nonprofit organisations (Wiki). Organising events as a means of fundraising can be a great way to involve an array of different people and the community as a whole. It can raise awareness for your cause in a fun way, reaching new audiences and a wider potential new supporter base.(icfm)

17 Purpose of community and events Fundraising primary purpose is to raise money for a cause a great way to involve an array of different people and the community as a whole help with sector/client recruitment can raise awareness for your cause in a fun way Create loyal supporter base reaching new audiences and a wider potential new supporter base. (ICFM)

18 Different types of community events Special events (large, medium and small scale) Ball Auction Car boot sale School Fair Party Festival Concert Coffee mornings Sports events Marathon Golf tournament 5k runs Conferences Online

19 Hard work behind the scenes ensuring a successful community and events fundraising meets its objectives

20 Volunteers Glue that hold community fundraising together. Effective Volunteer management and programme is an imperative part of a for successful community an events fundraising strategy. Volunteer praise and championing Volunteer recruitment Loyal volunteer supporter base Delegation and Trust

21 Volunteers Trustees/staff/volunteers Time commitment Expertise Define roles/responsibilities Recruitment Scouts, cadets etc, references Legal data protection, DBS Welfare health and safety

22 Things to think about Where the special events programme and community events fits in your overall strategic direction and fundraising strategy Importance of clear objectives Brief over view of SWOT and PEST Timing of key activities for the specific events

23 Set Objectives Set objectives.. What do you want and why are you doing it Is it to raise awareness, improve your brand, raise funds? Recruit a new audience?

24 SMART

25 Objectives(SMART) Specific.. Why are you doing it? Outcomes e.g. publicity, fundraising, networking, training/education, consultation, information sharing Measurable Quantity Achievable can it be done Realistic do we have the resources and what results can we realistically expect Time bound by when and how long do we need Know the priority of your objectives

26 Purpose of Objectives Focus Prevent drift Collaborative working Delegation Resource identification Communications Success criteria Evaluation

27 Simplify objectives Make your objective simple and easy to understand If you have more than one objective prioritize then into primary and secondary objectives It is easy to lose sight of your objective so before making ANY decisions come back to your objective

28 Beginning with the end in mind! What you are intending to do and why? What is the motivating factor for doing it? Check that your objective fits with your strategic plan and overall aims Does your objective fit with your skills and experience? Is it realistic given likely time and budget constraints?

29 Timeline What do you want to achieve by when What do you need to do by when What needs to be done by when

30 Who is your audience? Remember audience and beneficiaries are usually NOT the same

31 Do you have more than one type?

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34 Audience Who are your audience(s)? What are their expectations? Where are they? How far will they travel? What are their needs and fears?, status, ego, physical What will stop them from coming? How do these effect service and marketing? What about secondary audiences trustees, press?

35 Audience segmentation Supporters Region Age Interest Commitment frequency Disposable income Communication style Volunteers Type of volunteer proactive Event organiser Reactive to existing events Frequency Age interest

36 Community and events fundraising tips Know your message: Who are you, what are you about What is your elevator pitch Develop a fundraising plan Define your activities you plan to carry out and how to carry them out and manage them Have a plan and a post event plan. Be strategic build relationships with your community for the longer term

37 Get creative Meets your objective(s) Meets audience needs/fears Fit with overall charity purpose Breaks the boredom barrier (USP)

38 Importance of Cross team work Coordinating event and community activity internally and externally

39 Fundraising Cycle: Internal and External Preparation In front of an audience

40 Understanding your organisation Vision and Mission Objectives Positioning Strategy Ethics/values

41 Key messages and USP

42 Key messages the right message for the right audience Ensure your overall message is consistent

43 Key message audience Targeted messages Sponsors Beneficiaries Supporters General funders Major donors Community Friends/members

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45 Case for support elements Need Vision/mission/values Plans for future Services: features and benefits Unique selling points (USP) Innovation, cost effectiveness, sustainability How you are portrayed in the press Public image and brand Achievements, impacts and outcomes Who you support Who supports you Who is your audience Financial goals Leadership of organisation Trustees experience How can donors get involved and benefit Benefit to companies Use of volunteers Relationship with funders

46 Case for Support For community supporters & events attendees What is unique about your organisation (USP) Are there similar organisations that do what you do? How does your organisation stand out and differ from similar causes and organisations or service providers? What are the specific needs of your organisations/project? How many people do you directly help? Are you national or local? If you did not exist what would happen? Useful statistics about the need and the problem? Is there a current gap you are trying to fill? Are you a leader in your field? What is your objective and why do you need the funding? What is the money spent on?

47 More things to think about Providing the organisation awareness of any legal legal/vat issues related to community and event Identify key milestones for monitoring and evaluating the events and community reach Research and research sources List all the planning activities

48 Income vs Expenditure Target Expenditure Available Resources Timing Is it realistic and achievable?

49 Set Budget Incomes and expenditures Cost based/historical plus Contingency Realistic quotes Best/worst and likely scenarios Realistic sponsorship Return on investment

50 4 stage approach Pre planning 6 months Organising 5 to 1 month Final preparation 1 week before Post event

51 Evaluation Monitor your objectives, suggest improvements for next time Formal and informal feedback

52 Pre planning

53 Team/steering group approach Identify opportunities Pre empt clashes Gain knowledge Delegation Communications Clear roles

54 Ideas and linking them to key community groups

55 Creative prompts Themes seasons, exhibitions, national weeks Gaps in current offering Trends tv progs, music, theatre, sports etc Competitors Other; letters, colours, countries Working with community and volunteer groups

56 Main Event Outline Dissect and analyse your event Idea looking at logistics of the main elements Decide on the appropriate community group/s

57 Choosing dates Speakers /celebs Audience Dates ( half terms holidays) Venues/ parks

58 The day, season and likely weather Clashes with other events with; the same target audience, school holidays and half terms, national events i.e. cup final, grand national, election days Time to open and close the event allowing for set up, travelling time and public transport links, qualifying heats, need for daylight etc Availability of the venue Availability of entertainment, celebrity or speaker Choosing a date considerations

59 Meet objectives Audience fit Travel considerations Speaker, entertainment, guest and sponsor requirements Venue finder websites/contacts Site visit/venue database Somewhere that is interesting/unique/free! Choosing a venue

60 Legal implications (1) Licence and permissions; Local Authority, countryside rights of way act, emergency services Equal access and equalities Environmental impact Health and safety Travel regulations Food hygiene

61 Risk Analysis

62 Communicate everything to key stakeholders Steering group/volunteers Objective(s) Audience(s) Ideas and USP Legal implications Budget Date(s) and venue(s) Event outline

63 Communications plan By audience Key messages for different stages of event timeline Identify methods Frequency of communications Keep within budget On going communications plan

64 Communication Channels Local/National media Radio and television interviews Journals and magazines Club mailing lists Social media Website partners Google Ads Facebook You tube etc Blogs and review sites /SMS/Text giving Twitter Public Relations Photo calls Stunts/Flash mob Competitions Communitynewswire.org Mediatrust.org Personal selling Trustees/word of mouth Internal staff volunteers External stakeholders Sponsors Event participants

65 Communications plan Message objective Audience Key Messages Method Timing Repeat/ Pulse

66 Participant care Data management: Payment processes and ticketing Sponsorship fees, contracts, benefits Special equipment health and safety Communications plan to all various audiences

67 Business case for support For events sponsorship Charity audience reach direct and indirect Charity's demographic group of interest to a company Does charity reach any particular demographic sectors? How beneficial is brand association to a company? Does the charity offer any money can t buy experiences? Do you share the same vales? How will this be cost effective? Will there be a return on investment?

68 What can you offer a sponsor? Celebrities PR Target demographic/test marketing/product placement Sales revenue Advertising platform Consortium Online partnership CSR and pro bono Synergy Membership/access to members Employee retention/motivation/recruitment Corporate Hospitality Brand

69 Organising

70 Legal implications (2) Written agreement for corporates Merchandise and trading Health and safety, risk assessments DBS (CRB) checks for volunteers Participant expenses and equipment Sponsorship; refunds, costs of trip Legal consents in advance Lotteries/raffles

71 Organising 1. Start compiling a managers manual 2. Get quotes venue, food, transport. Agree terms deposit, final numbers and payment 3. Liaison with officials police, fire, 1st aid, Licenses and permissions, first aid and insurance, 4. Equipment hire PA, toilets, marquee, lighting, communications 5. Research and agree entertainment, celebs, sponsors, transport

72 More Organising 7. Deposits and contracts 8. Participant care 9. Ticket and data processing 10.Marketing and communications 11.Risk assessment; hazards & actions 12.Site plan; entrances & exits 13.Recruit stewards/volunteers 14.Contingency plans

73 Analysis ROI Also called fundraising ratio, can help to decide whether to proceed or not with your event Net income Total costs Income 500 costs 50 Income 12,000 costs 3,000 Income 10,000 costs 10,000 Income 5000 costs 3000

74 A Fixed Costs Venue hire 900 AV Equip 150 Advertising 300 Entertainment 150 Speaker 1500 Photography 200 Invitations 300 Variable costs Lunch 15 pp 1500 Wine 1.50 pp 150 Thank you cards 50ppp 50 Fixed Income Sponsorship 0 Variable Income Ticket sales 40 pp Raffle 1 pp B Fixed Costs Stewarding costs 900 Safety barriers 1000 Chip timing 2000 Photography 200 PA equipment 400 Advertising 1000 Portaloos 500 Variable costs Per Person Walker support/sponsorship packs 3 Refreshments 5 T- shirt 2 Thank you cards 50p Fixed Income Sponsorship 1000 Variable Income Sponsorship Raffle 1 pp 200 pp

75 Contractual considerations Clarify what exactly is included.. Assume nothing! Equipment use yours & there s Shared areas/sole use Signage Experience of main contact and manager on the day Request copies of certificates, insurance and risk assessments Review contract don t just sign!

76 Equipment on site Signage Managers manual Risk assessments Licences and permissions Emergency kit bag Evaluation forms

77 Timetable 1.p.m guests arrive drinks reception 1.30 p.m. lunch 2.30 p.m. Speaker 3 p.m. coffee and publicity materials 3.30 p.m. end Draft event outline working around it

78 Confirmations and communications Confirmations with suppliers/speakers/celebs etc. Final timetable, briefings & phone numbers staff, volunteers, media, celebs/speakers Info packs press/vips Special publications ready Interviews/photos arranged

79 Managers manual Title, objective, last amendment, issue date Permissions and licences, approvals Event manager contacts and likely movements Management structure, role and responsibilities Key staff contact numbers/radio call signs Site map Event schedule/timetable Risk analysis and reports New risk reporting form Accident report and logging form Names and number of subcontractors, service providers

80 Tips Use one note book Build contacts database asap Get meeting in early Start your checklist now!

81 Contingency Plans What if planning Likely and unlikely events Change/postpone/cancel

82 Final preparations

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